SCOTCH WHISKY INDUSTRY Name of the University Author Note

Running head: SCOTCH WHISKY INDUSTRY
SCOTCH WHISKY INDUSTRY
Name of the Student
Name of the University
Author Note

1SCOTCH WHISKY INDUSTRY
Executive summary
The Brexit has brought about considerable changes for the overall performance of all the
businesses and in line of this, it is required to be understood by the firm that if an organization
wants to ensure success in the long run, then in this case, it would be required to plan
successfully and take up considerable measure to ensure success with respect to the same. The
report is based on the Strategic Analysis of the Scotch Whisky Industry as based in the United
Kingdom. The Brexit is a global event which is bound to disrupt the different business as present
around the globe and in line of this, it can be understood that, in order to ensure success in the
long run, a business would be required to undertake considerable steps which will ensure that it
is able to face this scenario successful. The given report is based on the performance of the
Scotch Whisky Industry after the overall Brexit scenario and how the particular industry will be
affected with respect to the overall performance of the Scotch Industry after the exit of United
Kingdom from the European Union.

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Table of Contents
Introduction......................................................................................................................................3
About Scotch whisky.......................................................................................................................3
About Brexit case study 2017..........................................................................................................4
PESTLE Analysis of Whisky industry after Brexit.........................................................................5
Issues concerning the Whisky industry.......................................................................................9
International marketing theory......................................................................................................11
Opportunity and Threat Analysis of the chosen country...............................................................12
PEST of Italy.................................................................................................................................13
Summary....................................................................................................................................14
Recommendations..........................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................17

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Introduction
The business environment can be stated to be highly dynamic in nature and it is with
respect to this, that it becomes considerably important for the businesses to adhere to the
demands of their forces lying in the external environment which will ensure that the firm is
successfully able to perform (Wheelen et al.,2017). Moreover, in strategic management, it is
considered extremely crucial for any business to ensure that, they are successfully able to
forecast the future possibilities as present in the business in the long run and be able to work as
per those possibilities in the favor of the long run of the business and to be able to ensure
adequate success. Hence, the report is primarily focused on the Scotch whisky industry as
present in the United Kingdom. The Scotch whisky industry can be considered to be one of the
largest industries in the United Kingdom and with respect to this, it becomes very crucial to
understand that, the exit of Britain from the European union is bound to have an impact on the
overall welfare of the industry and may increase the various taxation and other related policy
issues.
Hence, the main aim of the report is to highlight the overall performance of the Scotch
whisky industry currently, and the impact of the Brexit on the overall performance of the
industry. In addition to this, the performance of the industry in another country chosen as Italy
shall also be analyzed (Michael, Storey & Thomas, 2017). This will help in providing
recommendations to the industry members with respect to the fact whether they will be able to
perform well if they expand their operations in Italy. Theoretical frameworks, like PESTLE will
be chosen for the purpose of Environmental analysis.

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About Scotch whisky
The Scotch whisky is also known as the malt whisky or grain whisky which is made in
Scotland. The Scotch whisky is required to be made by a certain rule which is generally specified
by the law. The Scotch whisky was originally made from the malted barley and various
commercial distilleries were introduced which made use of wheat as well as rye back in the 18th
century. The Scotch whisky is divided into various categories like the single malt Scotch
whisky, single grain Scotch whisky, the blended malt Scotch whisky and the blended Scotch
whisky. The procedure of manufacturing the Scotch whisky can be stated to be quite oriented to
oak barrels for the last three years. In addition to this, the age statement of the whisky is
generally expressed in numerical form which then reflects the age of the youngest whisky which
is generally used to produce the particular product (Bbc.com ,2019). The Scotch whisky
industry is one of the largest industries as present in the United Kingdom and is bound to suffer
various barriers in case the Brexit scenario comes into action. At present the various owners of
the mills and refineries tend to export the product to various other countries as present in the
European Union and in line of this, it can be largely understood that, the industry is bound to
suffer various blows which will have an impact on the overall revenue of the industry.
About Brexit case study 2017
The Brexit is generally known as a common phenomenon which is referred to as the vote
of the United Kingdom to leave the European Union. The Brexit is considered to be one of the
most crucial events of the year 2016 and will have various consequences on the overall political
scenario of the country (Wheelen et al.,2017). Additionally, it will tend to impact the overall
operations of the various businesses as present in the country which can then have an impact on

5SCOTCH WHISKY INDUSTRY
the overall economy as well. For this reason, it becomes relevantly important for any firm to
consider whether they will be successfully able to abide by the different forces as existing in the
external environment and make strategies which will help them to combat with these external
forces as present. The particular event is considered to be a highly controversial event as no other
country as present in the European Union earlier has left the country in this manner and the vote
out of the Britain from the Union was considered to be quite skeptical in nature. It was not
decided whether the any of the political parties will benefit from this act, but it is required to be
understood that, the separation from the EU can bring about any positive aspects for any of the
parties or not (David & David, 2016). Hence, this report aims to summarize the possible
consequences of Brexit for the different businesses houses.
PESTLE Analysis of Whisky industry after Brexit
In order to understand whether the Scotch Industry as present in the United Kingdom will
prosper or not, the overall environment of the Britain after the exit needs to be understood.
Hence, in his section, the PESTLE analysis will be carried out which will assist in understanding
the overall scenario of the country after the Brexit and this will be followed by an analysis of
how the whisky industry will be affected after the Brexit.
Political
In terms of the political environment it can be rightfully understood that, the European
Union will become quite difficult when the Britain choses to leave the Union. The United
Kingdom is predicted to become one most populated countries by the year 2040 and is also
estimated to possess one of the largest armies in the region (Morden, 2016). Hence, in relation to
this, it can be stated that the United Kingdom would be largely powerful in nature after leaving